Small Budgets - Products

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less). 

2011 GOLD

Making Waves

Discover Boating is a boating awareness and general interest group charged with promoting this recreational pastime. The group faced a tough challenge when the economy plummeted and sent boat sales into a downward spiral. The boating lifestyle needed to be revived. Our main mission was to generate leads by putting the blast back into boating. To make waves with boating enthusiasts we created a dynamic flash game for Facebook which leveraged the power of social media to create interest. With an overly-modest media spend, our fishing boat, wake-rider and cruiser games exceeded the goals!

Brand: Discover Boating
Client: National Marine Manufacturers Association
Agency: space150
Language: English

2011 SILVER

James Ready Bar-Ter Night Campaign

James Ready is in the discount beer market, a highly competitive segment that's 40% of total beer sales in Ontario with over 40 different brands. So how could James Ready stand out during these tough economic times? To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night. Students were encouraged to spend their money on JR beer, collect the caps and trade them in for stuff they really needed. The program yielded a sales increase of 8.51% and market share growth of 31.01%.

Brand: James Ready Brewing Company
Client: James Ready Brewing Company
Agency: Leo Burnett USA
Language: English

2011 BRONZE

The Adventures of Clumpy and Crumbly

Scoop Away is a small brand with a solid product, but was having a tough time being heard over the big cats. So, we shined the spotlight on the litter box and two little guys most people were not expecting to hear from. The Adventures of Clumpy and Crumbly featured two litter box clumps engaging in a series of adventures that dramatized our product's performance and the competition's lack thereof. Our goal to increase brand awareness and traffic to the website was far exceeded thanks to a couple of characters.

Brand: Scoop Away
Client: The Clorox Company
Agency: DDB San Francisco
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live